The group, has just finished a brand new fair in Hong Kong adding a third fair to their repertoire. Each fair will be rebranded by adding the “in”.
And ArtInfo.com’s take on the rebranding?
We expect Frieze New York to rename itself “Frieze New York in New York” any day now. Rumor has it that artMRKT Hamptons will follow suit, while staying on-brand, by changing its name to “artMRKT Hamptons in bridgeHMPTN,” and we expect the Dallas Art Fair will be relaunching as “Dallas’s Dallas Art Fair in Dallas, Live From Dallas (Dallas Standard Time)” shortly thereafter.
Meanwhile, Art Miami may buck the trend and rebrand itself as “Art,” according to a tipster who spoke on condition of anonymity with ARTINFO — which will henceforth be known as “ARTINFO in Fo.”